Online Application to Capture New Lingo and Lexicon Specific to Sports, Business, Entertainment and Life in the Big Apple PARK CITY, Utah, July 27 /PRNewswire-FirstCall/ -- SpectrumDNA (OTC Bulletin Board: SPXA) has signed a contract with the New York Post to license its Addictionary, a SaaS (software-as-a-service) user-generated dictionary that lets people create their own words and definitions. Known for its eye-catching headlines, ground-breaking gossip and play on words, the New York Post reaches nearly 5.5 million online unique users per month and is a natural fit for the Addictionary social media application. The New York Addictionary will serve as an engine to increase key metrics of user engagement including page views, time spent on site, frequency of visits, viral and word-of-mouth distribution and premium ad and sponsorship inventory. "This is all a vital part of the evolution of newspaper business in the age of social media," said Chris Shaw, Vice President Digital Media at the New York Post. "New Yorkers have a definite and unique cultural point-of-view. By offering this engine of engagement, it gives our users a creative outlet for user-generated-content and a simultaneous platform for social commentary. It is the perfect context to exercise creativity while spending more time on nypost.com." The application is set to launch in August and will pave the way for derivative products such as greeting cards, calendars, games and books featuring the top-rated words created by the community at nypost.com. "We're excited to see the New York Post lead the charge into social media applications that make sense for the newspaper industry," said Jim Banister, CEO of SpectrumDNA. "'Social' doesn't need to include 'networking,' and social wordplay is a perfect first step into social media for a local daily newspaper. The Addictionary enables local audiences to challenge each other to coin the lexicon of their life, get attribution for doing so, and feed their other social media outlets like blogs and Twitter." The New York Post Addictionary joins a network of social media communities which includes NBC's "The Office" Addictionary, E! Entertainment's Celebrity Addictionary, Comedy Central's Political Addictionary, Dictionary.com's Addictionary and FEARnet's Horror Addictionary. Addictionary recently took first prize in the Amusement Category at the 12th Annual SXSW Interactive Web Awards Ceremony. About SpectrumDNA Based in Park City, Utah, SpectrumDNA, Inc. is a digital studio that creates social media applications that are engines of engagement (or "enginets"), empowering users to take an active, measurable role in their online communities. These private-label applications can be easily configured and branded for media outlets and advertisers to capture specific audience behaviors, and to develop advertiser-safe user-generated and user-marketed content. Enginets can be leveraged for both short-term promotions and for building long-term assets, and employ both a centralized experience (online or mobile web destination) and distributed experience (widgetry, iPhone apps, feeds, etc). About the New York Post The New York Post is the oldest continuously published newspaper in the U.S. nypost.com offers a lively mix of metropolitan news and gossip, entertainment, sports and business coverage to a nationwide audience. Average monthly readership of over 10 million unique visitors places it among the top ten USA news portals and its content is frequently linked to by other leading news sites and portals. The New York Post is owned by News Corporation. DATASOURCE: SpectrumDNA, Inc. CONTACT: Lewis Goldberg, +1-212-896-1216, , or Anne Donohoe, +1-212-896-1261, , both of KCSA Strategic Communications Web Site: http://www.spectrumdna.com/ http://www.nypost.com/

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